IBM: What makes you special?

IBM wanted to promote its intellectual capital, but much of the market associated its name solely with computers.

IBM: What makes you special?



Category: Information TechnologiesCountry where program ran: SwedenDate program started/ended: 15th-26th October 2007

Product Description: IBM Intellectual Capital

Advertiser/Client Name: IBM SwedenMedia Channels: DirectMailInsertWeb DevelopmentOtherWebsite:


Marketplace Challenge:

'Education for innovation' IBM does not want to be labeled a computer company. Nor a service company. Today, IBM defines itself as an innovation company. However, most of IBM competitors are saying the exact same thing. Fortunes' list of most admired companies 2006 regarding innovation, with Apple and Google at...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands